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In memory of Paul DaCruz - SOS North America Sales Manager R.I.P.

25 August 1964 - 18 August 2023

Paul DaCruz smiling with arms crossed wearing his favourite Porsche jacket.Paul DaCruz smiling and wearing his favourite Porsche jacket.

It is with deep sadness that we announce the passing of our longtime colleague, good friend and Sound On Sound North America Sales Manager, Paul DaCruz. Paul (Paulo Cesar) DaCruz died suddenly at his home in Santa Rosa, California on August 18, just shy of his 59th Birthday.

Paul was well-known to many throughout the industry having worked in broadcast and pro audio/music tech publishing for well over 25 years. He originally worked with Crain Publishing’s Electronic Media before taking on an international sales role with the Worldwide Television Network. There he marketed TV shows to South American broadcasters, utilising his fluent Portuguese (he was born the son of Brazilian immigrants).

In 1998 he joined IMAS Publishing (latterly NewBay Media) as Sales Manager across TV Technology, Pro Audio Review and the NAB Daily amongst other titles. During this period he moved from New York to Santa Rosa in Sonoma County, where he came to embrace his great love of life as a Northern Californian. In 2010 he was enticed to join Sound On Sound as the perfect fit to take over our North America sales operation, becoming instrumental in the US edition’s unparalleled growth over the next decade, and putting his fluent Portuguese to good use when helping launch Sound On Sound Brasil magazine.

As well as being a highly valued member of the SOS family, Paul was universally liked by all his clients and those he met, known for his great humour, generosity and for going above and beyond to meet his clients’ needs, giving them equal attention be they big or small businesses. He was particularly supportive of new companies, helping them get on the map.

Paul steadily helped grow Sound On Sound magazine Stateside to become the #1 book in the market, just as its UK/World edition already was internationally, working unceasingly with clients to achieve innovative, out-of-the-box, successful campaigns across all its print and many new digital channels.

Paul at a Sonoma County Racecar event.Paul at a Sonoma County Racecar event.

Paul DaCruz with one of his much-loved Jeeps.Paul DaCruz with one of his much-loved Jeeps.Over the years he came to count many clients amongst his personal friends and they saw him as so much more than "just a rep". He truly enjoyed working with them and seeing them at trade shows, such as NAMM and AES, or on personal client visits — always at his happiest when talking about his passion for collecting wine and cars.

Paul was a popular member of many of the local Sonoma vineyards and loved nothing more than hosting guests and giving them ‘Paul’s Tipsy Taxi’ tours in one of his treasured Jeeps or his De Tomaso Pantera.

Nick Humbert and Paul DaCruz outside Harman offices.SOS's International Business Development Manager Nick Humbert and Paul DaCruz outside Harman offices on one of the pair's annual post-NAMM client visits.Longtime personal friend and SOS colleague Nick Humbert, International Business Development Manager, said:  “The loss of our dear friend and colleague Paul is truly devastating news. He leaves behind him not just the immeasurable contribution to the success of the Sound On Sound North America edition, but many happy and warm memories of his endearing congeniality and generous kindness that touched all those he met. He will be deeply missed every day, and while we will ensure the ongoing success of SOS in America as a legacy to Paul's hard work and professionalism, it will never be the same without the laughs Paul brought to the tough world of media”.

Sound On Sound owner and CEO / Managing Director Ian Gilby paid this tribute to Paul: "I know the whole SOS Team are heartbroken at the sudden and unexpected death of our esteemed colleague, who became so much more than a fellow staff member to those who counted him as a friend. I include myself in that count. Paul was a superbly gregarious human being with a generous spirit, always willing to help those less fortunate than himself. I wept upon being told the tragic news of Paul's departure from this world and know for certain that he is in Heaven cracking jokes, wearing his trademark sunglasses, surrounded by a crowd of angels whilst he holds court and entertains them with his jovial repartee. I personally thank you, Paul, for taking Sound On Sound North America edition to the summit during your 13‑year tenure. We will all miss you Paul; your work lives on and the whole SOS team will work our hardest every day to maintain your legacy. Happy 59th birthday, buddy, and rest assured we'll raise a glass or two of red wine to toast your good name. God bless you Paul and rest in peace."

Relaxing in his Jeep, Paul DaCruz reads SOUND ON SOUND magazine shortly after joining the company in 2010.Relaxing in his Jeep, Paul DaCruz reads SOUND ON SOUND magazine shortly after joining the company in 2010.

Paul with the SOS sales and marketing team at an AES Convention.Paul with the SOS sales and marketing team at an AES Convention.

Memorial Site & Condolences

We have created a Memorial website on in Paul's honour. It allows anyone to add their condolences to Paul's longterm partner, Dana Kern, and upload entertaining anecdotal stories of Paul they may wish to share to his friends and family, along with photos and videos. We at Sound On Sound have already shared a few of our own fond photographic memories. With the help of industry friends, let's turn this memorial site into the best celebration of Paul's life that we possibly can and provide Dana with a heart-warming memento of what her partner meant to all his many, many industry friends. RIP Paul.

Paul leaves behind his parents, his two sisters, two brothers and beloved longterm partner Dana. Our deepest condolences to them all.

Paul with his much-loved girlfriend and life partner, Dana, in happy times. RIP PDC.Paul with his much-loved girlfriend and life partner, Dana, in happy times. RIP PDC.

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